Tim Cook, CEO of Apple, talks about Appel Watch. REUTERS/Stephen Lam

Eddy Cue, Senior VP of Internet Software, introduces Apple TV. REUTERS/Stephen Lam

Apple Senior Vice President of Worldwide Marketing, Phil Schiller, introduces the iPhone 8. REUTERS/Stephen Lam

Apple Senior Vice President of Worldwide Marketing, Phil Schiller, introduces the iPhone X. REUTERS/Stephen Lam

Tim Cook, CEO of Apple, speaks during a product launch event. REUTERS/Stephen Lam

Tim Cook, CEO of Apple, speaks as a tribute video to the late Apple co-founder Steve Jobs plays behind him. REUTERS/Stephen Lam

Apple Senior Vice President of Worldwide Marketing, Phil Schiller, introduces the iPhone 8.

Apple Senior Vice President of Worldwide Marketing, Phil Schiller, shows the iPhone X and wireless charging base. REUTERS/Stephen Lam

Apple Senior Vice President of Worldwide Marketing, Phil Schiller, shows Animoji during a launch event. REUTERS/Stephen Lam

Tim Cook, CEO of Apple, introduces the iPhone 8. REUTERS/Stephen Lam

Jeff Williams, Apple COO, talks about the heart rate sensor in Apple Watch. REUTERS/Stephen Lam

Jeff Williams, Apple COO, talks about the Apple Watch Series 3. REUTERS/Stephen Lam

Tim Cook, CEO of Apple, speaks about Apple TV 4K. REUTERS/Stephen Lam

Tim Cook, CEO of Apple, speaks as images are shown of the new Apple Park. REUTERS/Stephen Lam

Apple Senior Vice President of Worldwide Marketing, Phil Schiller, introduces the iPhone 8. REUTERS/Stephen Lam

Apple Senior Vice President of Worldwide Marketing, Phil Schiller, introduces the iPhone 8 with wireless charging. REUTERS/Stephen Lam